Zero impact brands: the last thing the world needs
Seven ‘Zero Hero’ principlesBelow, we have formulated seven principles for how brands can encourage these more sustainable behaviours and have brought them to life with examples from across a range of sectors and markets.
Don’t boast, nudge
Brands aiming to inspire change should resist the temptation to brag about themselves. Instead they should offer millions of people ways to make small changes to their behaviours.
Normalise the new
Brands can help to make adopting new behaviours easier by framing them as the ‘normal thing to do’ rather than as a radical (and therefore risky or unusual) choices.
Lead (don’t follow) your industry
Brands can establish their leadership credentials and drive widespread change by calling out the big problems that face their industry as a whole – and then inviting others to collaborate and take responsibility together, rather than simply going it alone.
Ask people to make a choice, not a sacrifice
Brands can persuade people to make more sustainable choices if they position their offerings as not just a ‘substitute’ or a ‘sacrifice’, but instead as more rigorously and carefully designed (and thus better than the competition, not just better for the planet).
Be part of a league
Brands can drive up public consciousness and demand for sustainable practices by signing up to cross-category clubs, leadership initiatives and leagues dedicated to driving positive change.
Commit to learning and experimenting
Brands don’t have to claim to be perfect in order to positively influence behaviour. A commitment to experimenting, learning and collaborating can help brands to understand and connect more deeply with their consumers.
Create new patterns of consumption – and business models
Brands can design whole new patterns of consumption that create new and different opportunities to monestise relationships with consumers – which is no bad thing if consumers feel they’re getting great value, as well as reducing their environmental impact.
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